British Army "This is belonging" by Karmarama

The British Army wants more recruits to join its "family" of soldiers .

Two ads have been created for the campaign that builds on the theme of belonging and positions the Army as being a unique experience where lasting bonds of friendship are formed.

The films were produced in collaboration with recruitment agency Capita.

Last January, the British Army's recruitment campaign led with the line "A better you", which targeted 16- to 24-year-olds.


Marketing director, Capita Group
Creative director
Media planning
Media planners
Production company
Production managers
Director of photography
Production designer
First assistant director